ABSTRACT
Within the marketing mix, the museum has to strike a balance between these four factors. It has to develop products or services to meet the needs and interests of identified market segments. It has to ensure that the way in which that product is priced or made available will generate demand. Where possible, for example with a new museum building, it has to ensure that its physical position or outlets are effectively sited. Finally, it has to promote and publicise its presence and its services in the marketplace using a variety of techniques.
